The FEI Tribe Discovers ‘Push’ and ‘Pull’ Marketing (Part II)

Last week, Fire Enterprises, Inc. (FEI) Marka explained “push” and “pull” marketing basics to marketing novice Cecil. This time, Marka and quick learner Cecil discuss integrated and B2B “push” and “pull” strategies. Remember, fire = print.

“We’ve talked about how ‘push’ and ‘pull’ marketing can work for a typical consumer product,” Cecil noted. “In case you’ve forgotten, our new marketing activities will be mostly aimed at other businesses! Can you explain how these ideas apply to a B2B sales strategy?”

“For products and services sold B2B, we can use a harmonious combination of push and pull tactics to cope with longer buying cycles,” Marka replied. “Pull activities create prospect interest and response, while push tactics can help guide the decision making process closer to the sale.”

“Can you give me a real-life example using fire as the product?” Cecil asked, quietly recording another birdie on his scorecard.

“Sure thing,” Marka started. “Here’s a hypothetical ‘fire sale’—Say a large bakery prospect receives a promotion from FEI: ‘Two complimentary months of FireClassic fire lighting services with your next order of a deluxe FEI brand custom-designed hearth!’ The prospect is intrigued and calls the number listed on the promotion.”

“The initial promotion that resulted in the call would be pull marketing,” Cecil chimed in.

“Yep. But as Odysseus proclaimed during the first leg of his long sea voyage, we’re just getting started, baby.”

Cecil somehow doubted that Odysseus had actually said that.

“You know Zoot,” Marka asked rhetorically. “His sales team would pounce on this pull-created sales opportunity and steer the discussion toward our most profitable hearth designs.” She missed her par put by a whisker and tapped in a bogie. (“Don’t throw your club,” she thought. “Don’t throw your club.”)

“That’s push marketing!” Cecil exclaimed. “Once the qualified prospect is talking to us about deluxe hearths, we could encourage further upgrades and purchases of ancillary products by offering additional incentives.”

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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